Perceptions of Gen Alpha

Generation Alpha, born 2010-2024, is the first generation to be entirely born in the 21st century.

This positions them uniquely as they face challenges distinct to their era.

Unlike older generations, who did not encounter global events like the COVID-19 pandemic during their formative years, Generation Alpha’s experiences profoundly influenced their outlook on life.

This has led to varying perceptions among older generations about who they are and how they navigate the world.

As a generation, they are most often characterised by the other generations as tech-savvy (53%), anxious (26%) and entitled (26%).

The generations closer to Gen Alpha in age have a more positive view than older generations.

Younger generations are more likely to see Gen Alpha as generous (16% Gen Z, 10% Gen Y compared to 4% Gen X, 5% Baby Boomers), hard-working (16% Gen Z, 10% Gen Y compared to 4% Gen X, 8% Baby Boomers) and resilient (17% Gen Z, 14% Gen Y compared to 8% Gen X, 10% Baby Boomers).

Australians also recognise a high level of social and global awareness among Gen Alpha, believing they exhibit a higher environmental awareness (51%) and mental health awareness (48%).

Gen Alpha's heightened environmental and mental health awareness

Gen Alpha's heightened environmental and mental health awareness signifies a future where these issues become a large focus.

Their influence will drive policy changes, consumer behaviour, and technological innovations towards a more sustainable and supportive society.

Australians at the same age as Generation Alpha

When comparing Gen Alpha to their own generation at the same age, four in five Australians (78%) agree Gen Alpha exhibit much / somewhat more digital engagement than they did when comparing Gen Alpha to their own generation at the same age.

Even among Gen Z, for whom technology was integrated into their lives from an early age, 72% believe Gen Alpha demonstrates a higher level of digital engagement than they did.

Gen Alpha is also seen to be more concerned with their physical appearance than previous generations (58%).

This perceived focus on physical appearance is significant, given Gen Alpha is the first generation to grow up in a world where social media has always existed.

This early exposure to social platforms shapes their self-image and perceptions from a very young age, setting them apart from previous generations.

Shaped by world events

As the world continues to grapple with challenges such as global wars, national conflicts, economic uncertainties, and more—issues that often exceed the understanding of young children, there is a strong belief that children should be informed about what is happening in the world.

More than two in three Australians (68%) believe Gen Alpha should be exposed to global events and the world around them.

As global events reshape our world, parents face the challenge of deciding how much to share with their children.

Should they discuss difficult topics or protect their young ones from such information?

Many Australians believe that children should be informed about what’s happening globally, with parental support guiding them through these real-life events.

Generation Alpha also spent many of their formative years during a major global event, COVID-19.

Australians believe this early experience has had a significant impact on their development.

Half of Australians (50%) believe the pandemic has led Gen Alpha to have an increased reliance on screens.

This belief is even more prevalent among those who know someone from Gen Alpha, with 58% holding this view compared to 39% of those with no connection to a Gen Alpha in their life.

Further, two in five Australians (43%) think the pandemic has made it more difficult for Gen Alpha to socialise or make friends, and more than a third of Australians (39%) believe the pandemic delayed Gen Alpha’s learning development due to disrupted schooling.

Many Australians are concerned that the pandemic has hindered Gen Alpha’s ability to socialise and make friends, while also potentially delaying their learning development due to disrupted schooling.

Given that all children were exposed to this global event, it presents a unique opportunity to focus on supporting Gen Alpha’s social and educational development as they move forward in the post-pandemic world.

About Mark McCrindle Mark McCrindle is principal of McCrindle and a social researcher, a demographer, futurist and social researcher with an international following. His passions lie in tracking emerging issues and researching social trends analysing customer segments. Find out more about McCrindle